V 5271 
15 
5py 1 



ADVERTISING CAMPAIGN 

of the 

Indiana Brewers Association 



Edited by 

James C. Kelly 

Director of Publicity 



Publishers 

Commercial Art- Ad Company 

Indianapolis 




^ 



By Way of Explanation 

t| Presented here are forty-three advertisements, a part 
of the publicity and advertising campaign of the 
Indiana Brewers Association. 

CJ This campaign, started in September, 1914, has two 
great purposes. The first is to teach the public the 
difference between prohibition and true temperance 
and the second to show that beer is a food product 
and not a poison. 

1$ The Indiana brewers' advertising has been notably 
free from exaggerated statements and no attempt has 
been made to strike back or get into a controversy 
with the enemies of the brewing industry. All of the 
display or illustrated advertising has been based upon 
the assumption that beer is a food and with that con- 
stantly in mind, the Indiana brewers have kept on 
"sawing wood." Attempts of the prohibitionists to 
draw them off into controversies have failed. 

CJ It is also notable that none of these advertisements 
appears anonymously. The ads are published either 
over the signature of the association itself, or that of 
James C. Kelly, publicity director, whose connec- 
tion with the organization is generally known. 

<J The advertisements appear weekly in sixty-five Indi- 
ana papers and reach almost every corner of the 
state. The sixty-five newspapers have a combined 
circulation of 500,000. Two ads appear each week, 
the "Talks on Temperance" being published in the 
" ;two Indianapolis papers and the illustrated copy in 
the county press. The chief reason for this arrange- 
ment is the fact that the Indianapolis papers cover 
to a large extent the same territory as the small local 
publications. To print the same ad in both city 
and county press would therefore result in wasteful 
duplication. 



APR ' 



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Talks on Temperance 



H 



By James C. Kelly 



N WEBSTER says that temperance means |jj 

"restrained or moderate indulgence.'' So care- | = 

lessly has this word been handled by some of my j | 

fellowmen that I had almost been stampeded into believ- 1 1 

ing that temperance consists of total abstinence from the 1 1 

use of alcoholic beverages and a firm belief in the doctrine 1 1 

of prohibition. 1 1 

€J Temperance according to Webster must mean moderate 1 j 

indulgence in everything,— work or play, eating or drink- 1 j 

ing, in short in all the occupations or recreations of man. | jj 

€[ The world is full of intemperate people, most of them 1 1 

at large and the remainder restrained in our public institu- j §§ 

tions. Our sanity varies in the same ratio as our temper- 1 1 

ance. The legal inquest merely marks the point where over- 1 1 

indulgence or intemperance becomes a public menace. j jj 

f& It is a gross but common error to say that the man who | j 

1| drinks coffee until he acquires a fine Mocha and Java 1| 

1| complexion, or who eats pastry until his flesh becomes 11 

1 1 soft and doughy, is a temperate man because he abstains | j 

1 1 from alcoholic beverages. Neither does he who plays [ | 

Jj | golf, tennis, hunts or fishes to the neglect of his business or j | 

|| he who pursues the great American dollar to the extent of | ] 

1 1 ruining his health and happiness, practice temperance be- 1 1 

1 J cause he does not drink beer or wine. | §j 

1 1 €j[ Successful men succeed because they practice temper- | jj 

1 1 ance and not because they isolate themselves from all of 1 1 

1 1 Nature's great gifts to men — gifts which bless the temper- 1 1 

1 1 ate and curse the intemperate. 1 1 

|j €J Temperance is a wonderful virtue. It denotes charac- | J 

1 1 ter of the highest quality. If you would find happiness 1 j 

U 1 practice temperance, — work moderately, play moderately, 1 1 

1 1 eat moderately, drink moderately. — Adv. 1 1 

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Beer— A Product 
of the Fields 



Beer, like bread, is made from grain* Nature 
herself is the brewer. Man's chief duty in the 
making of beer is to prevent any interference 
with the natural process of fermentation. 

Beer is rightly classed as a food product. It is 
the essence of the health giving grains— barley 
and corn or rice— from which it is brewed. Hops, 
with their recognized tonic properties, are added 
to give it flavor. 

Beer has rightfully earned its reputation as the 
world's greatest beverage. It's food properties 
give health ; it's pleasant flavor brings happiness ; 
and it's mildness promotes temperance. 

INDIANA BREWERS ASSOCIATION 




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Talks on Temperance 



§ i 



By James C. Kelly 

TEMPERANCE is a personal quality. It comes from || 

within. Ever since the Pilgrims prescribed legal hours 1 1 

for wife-kissing and fixed certain rules of dress, we j g 

have been trying to legislate temperance into men. We | jj 

smile now at the absurd regulations of the colonists, but j jj 

we go merrily on adding rule after rule to the code of per- 1 1 

sonal conduct. | j 

fl Temperance, like other virtues, begins at home. Most | jj 

of us are born "in the rough", and before we become use- | § 
ful members of society have to undergo a few years of 

grinding and polishing at the hands of Mother and divers § 1 

members of the family. Our temperance training begins j 1 

when Mother, in her subtle way, curbs our most intemper- 1 1 

ate tendency to cry or otherwise make known our childish 1 1 

displeasure. Neighbor Willie, with a well directed punch, j 1 

modifies our pugilistic intemperance, and so on until we § i 

reach manhood, temperate or intemperate according to || 

our training. 4 |1 

€J Intemperate homes rarely produce temperate men. || 

Mothers who permit the passions of childhood to develop 1 1 

unchecked, or who regale their offsprings with intemperate 1 1 

scolding, and fathers who forget to temper justice with jl 

mercy are daily thrusting into society young men and || 

women who lack mental balance. These unfortunates soon | jj 

become enmeshed in the great tangle of laws which society § 1 

enacts to protect itself from their intemperance. 1 1 

*I Repeated failures of coercive methods lead us to the con- 1 1 

elusion that the individual is the unit of true temperance, 1 1 

and that the individual is temperate because he has been so | §j 

educated. Furthermore, no community is more temperate § 1 

than it's average citizen, laws to the contrary notwith- || 

J J standing. 1 1 

<I If it is temperance you seek, try a little individual educa- 1 1 

I J tion, and you will find it more effective than a dozen law 1 1 

1 J books. — Adv. J 1 

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7 







Beer an Ancient Beverage 

Four thousand years before the Christian era 
the Egyptians made beer from millet and barley. 
A few centuries later China had discovered the 
secret of brewing a beverage from barley and rice. 
The older Norse and Teutonic tribes made a tart 
drink from fermented grains but added honey as a 
prominent constituent 

Since the building of the Pyramids men have 
made beer from fermented grains, principally bar- 
ley. Although there have been some variations of 
the ingredients, the process of brewing beer from 
cereals is today fundamentally the same as that 
employed by the Pharaohs six thousand years ago. 

Search history and where you find civilization 
you will find beer, the popular mild beverage of 
ancient and modern times. 

INDIANA BREWERS ASSOCIATION 




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|| Talks on Temperance j| 

1 1 " ii 

By James C. Kelly 

fTpHERE ought'a be a law agin it," said Mrs. Hen- 
I nessy, as she surveyed the ruins of her onion bed 
"*■ and the disorderly retreat of the Casey chickens. 

1 1 Thus did she relieve her pent-up indignation, which might 1 1 

1 1 otherwise have proved disastrous to the peace and dignity | j 
of the community, and incidentally, to Mrs. Casey. 

€J "There ought'a be a law agin it" has come to be one of | j 

the greatest of all Americanisms. It is the parting shot of 1 1 

the vanquished in the battles of business and society, and | J 

1 1 solace in the hour of defeat. 1 1 

|| l][ We Americans are almost as intemperate in the making | J 

1| of laws as we are in their breaking. Our legislatures are 1 1 
| [ the meccas for countless reformers who, with their untried 

nostrums, would mould society to conform to their own 1 1 

1 1 ideas; for weaklings who in the "world's broad field of j| 

battle" find themselves outgeneraled, and seek to fight from j | 

behind legal barriers. Men filled with money lust haunt j J 

the halls of state, promoting schemes carefully disguised to j 1 

1 1 conceal their viciou6ness. | jj 

*I Floundering in a mass of bills, each containing its half- 1 1 

1 1 baked scheme and each with its eloquent sponsors, the || 

1 1 most intelligent and honest body of law-makers soon finds 1 1 

itself indulging in a legislative debauch. We make laws 1 1 

forbidding smoking and drinking, ball playing and theater 1 1 

going, and, having done so, sit back calmly to await a trans- 1 1 

formation in our weaker and more intemperate brothers, | jj 

jj 1 which would be nothing short of magic. 1 1 

|| <I Our legislative intemperance is deep-rooted. It is the j 1 

J | outcropping of that spirit which dictated the old blue laws | J 

1 1 of Connecticut. Volumes upon volumes of statutes attest I J 

our unrestraint. The State which undergoes a legislative 

session without the acquisition of more than two hundred j | 

1 1 new rules of conduct is indeed fortunate. 

1| €fl Blessed is the commonwealth with a temperate legis- |1 
1 1 lature. — Adv. 

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|I Talks on Temperance jj 

By James C. Kelly 

II II 

TNTEMPERANCE in teaching temperance nullifies 
I most of the good which would otherwise result from 
■*" the money and effort expended. For the purposes of 
this article I use the word "temperance" in it's narrow 

sense, that is, as it applies to indulgence in alcoholic || 

1 1 beverages. § §f 
j§ I <J Close observation of individuals interested in the so- 
called temperance, but in reality prohibition movement, 

has caused me to divide them into two classes. In the 1 j 

1 1 first belongs the coterie of men who find "temperance" a § g 

lucrative profession. They are sleek gentlemen and well- 1 1 

fed, for among them is divided the hundreds of thousands 1 1 

1 1 of dollars collected annually in the name of temperance. 1 1 

Closely allied are the politicians who would ride into jl 

power on that much abused vehicle commonly known as 1 1 

1 1 "public morals." | jj 

|| fl The second class comprises sincere men of honest |jj 

1 1 design, the bone and sinew of the prohibition movement. 1 §j 

1| A careful study of these individuals reveals their marked 1 1 

I j similarity. Mentally they impress me as being decidedly 1 Jj 

I I unhappy and physically they seem unhealthy. Morally, 

1 1 their honesty of purpose is above question. | j 

1| €J These zealots are single-purpose men. They are always | jj 

1 1 running on one cylinder. They lack mental balance and 1 1 

1 1 mental balance is a first class definition of temperance. | jj 
1 1 The over-indulgence of a few completely obscures for them 

jj | the brighter things in life. In their eagerness to regulate | Jj 
1 1 their fellowmen they quite neglect to regulate themselves 

1 1 and so we find them with drawn faces, nervous tempera- 1 jj 

ments, and wasted bodies, fighting desperately with weap- 1 1 

1 1 ons, fair or foul, to gain their Eutopia. 1 1 

lj €]I The mis-named "temperance" forces of today are, in |J 

I j truth, intemperance unrestrained. The men in the ranks 1 1 

I j are morally intemperate, the officers financially intemper- § jj 

II ate, and the ammunition intemperate mis-statements of 

1 1 facts used upon the theory that the end justifies the means. | jj 

if €J True temperance, however, is not a child of intemper- | J 
1 1 ance, not even a distant relative. — Adv. 

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11 



Beer a Factor in Japanese Progress 



1 HE secret of the wonderful rise of the 
Japanese Empire from obscurity to a great 
world power is the remarkable ability of 
the little brown man to profit by the expe- 
riences of his American and European 
brethren. 

A comparatively few years ago Japan 
was threatened with destruction from its 
own excesses. It was converting one-half 
its grain into "sake", a drink about one-half 
alcohol and maddening in its effect. 

Japan "swore off". The government, rec- 
ognizing the need of a temperance bever- 
age to replace "sake", encouraged the im- 
gDrtation of beer and erection of breweries, 
eer has wrought a transformation. Today 
the Japanese are a sober people. 

The keen agents of the Mikado, sent 
abroad in search of knowledge, were quick 
to discover that pure wholesome beer is 
the greatest single factor in true temper- 
ance. 



INDIANA BREWERS 
ASSOCIATION 




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12 



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|L Talks on Temperance || 

By James C. Kelly 



TEMPERANCE of other nations in the use of alco- || 

holic beverages has been a subject of much investi- 1 1 
gation in connection with the American prohibition 

agitation. Both the "pros" and the "antis" are feeding us || 

"Made in Europe" arguments to prove their respective |1 

contentions, but the thing that impresses me, a Hoosier 1 j 
thoroughly hardened to sudden changes from "wet" to 

"dry" and vice versa, is the absence of the liquor question § 1 
from the politics of European and other nations. 

CJ Mild alcoholic beverages, light wines and beers, are the 1 1 
popular drinks of Italy, France, Austria, England and 

Germany, but none can 6ay that these great powers are 1 1 

noted for their intemperate drinking. Their people and | jj 

prohibition are unacquainted. § j 

tj True, there are nations which, in our political vernacu- j 1 

lar, are "dry". The greatest of these is Turkey. But Turkey | §g 

has her dissipations— opium, tobacco and harems. Then | jj 

there are the convict settlements of Siberia, where prohi- | §§ 

bition actually prohibits. § j 

*I A review of the nations will reveal each with its peculiar | = 

intemperance. In England it is tea; in China, opium; |1 
France has her cabarets; and poor old Turkey the harems. 

Looking from the inside out, the American intemperance 1 1 

seems to be a mania for enacting laws to regulate eating, 1 j 

drinking, dressing and other personal habits. ( I 

fl The vegetarians tell us that meat gluttony is undermining j 1 

the nation; the prohibitionists assert that our government J §j 

is in league with the Devil and moving rapidly along the | jj 

road to the everlasting "bow-wows"; and the modern |1 

Puritans see in the tango and diaphanous gowns enough j | 

dynamite to blow the Republic to atoms. 1 1 

<J All of this causes one to marvel at the remarkable culture, 1 1 
wealth and stability of the United States. — Adv. 



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13 




Capital and Labor Indorse Beer 

The popularity of beer is not confined to any particular 
class or classes of society. Beer is the great liquid food 
just as bread is the great solid food. Both may be found 
in the humblest cottage or the grandest mansion. 

Beer appeals to the workingman because it is a mild and 
inexpensive beverage which promotes not only socia- 
bility but furnishes relaxation after the hours of toil. 
Further, the American mechanic has learned that beer 
means sobriety, steady nerves and healthy body. 

With the wealthier classes, beer is the favorite beverage, 
not because of its low cost but because of its scientifically 
proven food value. The sentiment against intemperance 
is steadily leading the rich as well as the poor toward 
pure beer, the great temperance drink. 

All classes of men of all the great civilized nations agree 
in their indorsement of beer. 

Indiana Brewers Association 



14 



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|l Talks o n Temperance || 

By James C. Kelly 



ABSTINENCE teaching does not lead to a master's \ j 

degree in temperance. Abstinence is as far removed 1 1 

from temperance as is overindulgence. It is not, | jj 

however, entirely without its value. There are many unf or- 1 1 

tunates of feeble self-control, who would do well to abstain j 1 

from habits in which they are unable to exercise modera- 1 1 

tion, but the theory that all men should practice abstinence | i 

or have abstinence forced upon them is based upon the 1 1 

untenable premises that all American citizens are of weak 1 1 

character and incapable of self-control. Such an assump- 1 1 

I [ tion is plain bigotry and an insult to intelligent men. | jj 

1$ The most unfortunate result of our twentieth century || 

§ | abstinence training is the number of intemperate men it is 1 1 

I I producing. Investigate and you will find that most of the | jj 
1 1 young fools who are sowing their wild oats have been fed 1 1 
1 1 total abstinence three times a day since babyhood. The j j 
1 1 result is inevitable. j 1 

1| €J About the time they reach their majority, these young 1 1 

1 1 men begin to make discoveries which clash seriously with j 1 

ij their abstinence training. They see men of character, || 

1 1 whom they have been taught to admire, indulging in wine 1 1 

I [ and beer, and wine and beer, according to their education, 1 1 

I I are deadly poisons. Steadily they are forced to the con- 1 1 
|j elusion that the bulk of their training has been false. Armed |gj 

only with abstinence, which they have come to despise, | jj 

1 1 and unlearned in true temperance, these youths quite nat- j| 

1 1 urally let their joy be unrestrained, | §j 

11 IJ Abstinence is wrong in principle. Physicians tell us |1 

1 1 that most of human suffering is due to overindulgence m |1 

1 1 food, especially meats. If abstinence is right in principle, 1 1 

1 1 we should refrain entirely from eating, and if prohibition 1 1 

■ I be correct, we should destroy the fields and the gardens 1 1 

|| and kill all the cows. — Adv. || 

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15 



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^9 



Beer for Refreshing Sleep 

Sound sleep is as essential to good health as 
wholesome food. The business man or mechanic 
who starts the day's work with the normal amount 
of refreshing sleep to his credit has a distinct ad- 
vantage over his sleepless brother. 

Beer is a proven producer of restful slumber. 
It soothes the nerves unstrung by the day's toil. 
Place your finger on the vibrating string of a 
musical instrument and notice how quickly it is 
stilled. Beer will affect your jangling nerves like 
your finger affected the vibrating string. 

A bottle of wholesome beer before retiring will 
give your brain a chance to rest. 



Indiana Brewers 
Association 




16 



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|| Talks on Temperance Ij 

If By James C. Kelly 

II li 

/T^EMPERANCE is essential to good government. A J | 

I recent demonstration of this fact was the "watchful 1 j 

waiting" of the Federal administration during the II 

J | Mexican crisis. In that particular instance governmental | jj 

1 1 temperance was fully vindicated, as all of us, excepting j I 

1 1 Capt. Hobson, will agree. j 1 

1 1 *J Nations, like individuals, are addicted to intemperance 1 1 

II in their youth. Our wise old forefathers recognized this 1 1 

fact and, when they made the Republic, they put into the j 1 

1 1 structure our na^onal temperance, more commonly known 1 jj 

|| as the Constitution. It works like the governor on an || 

1 1 engine. If we go too fast, it checks our speed and if too j jf 

1 1 slow, it spurs us on to a more complete realization of our 1 1 

1 1 constitutional liberties. 1 1 

|| €J Perhaps no other great government is as much tempted 1 1 

|| to intemperance as is ours. This is a land of reforms, or 1 1 

|| movements which are more properly labeled "isms". All [1 

1 1 these turn their batteries and their armies of agitators upon | J 

1 1 our Federal and State governments. Year after year their 1 J 

1 1 forces have been dashing themselves to fragments against 1 § 

|| that solid old rock, the Constitution. And when the || 

1 1 wreckage has drifted away into oblivion we utter a prayer 1 1 

1[ of thanks for our national temperance. | J 

|1 €| American religious and business institutions are founded | jj 

| j on the guarantees of temperance contained in our written i | 

1 1 constitutions. Remove these guarantees or amend them [ 1 

1 1 without the consent of those affected, and you will destroy 1 1 

1 1 the foundation of our religious and property rights. A j 1 

| J constitution is our political self-restraint, for it represents I §f 

1 1 the accepted principles of all the people. § 1 

j| CflThe difference between a temperate government and II 

|| an intemperate government is the difference between the 1 1 

i I United States and Mexico.— Adv. i I 



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17 




on on no 01 

on no no a 

— w 



After the Day's 

Toil a Bottle of 

Refreshing Beer 



Beer is truly a boon to the working man. Few 
realize the nervous and bodily fatigue resulting 
from hours of constant work amid the pounding 
of hammers and the deafening whir of machinery. 

Beer relaxes the nerves and relieves the fa- 
tigue after the day's work. It is a mild stimulant 
and liquid food combined. Small in cost, mild in 
effect and rich in nourishment, beer is the ideal 
beverage for the toiler. 

Indiana Brewers Association 



18 



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H | =W 

|| Talks on Temperance I| 

By James C. Kelly 

TlBERALITY of thought is but a species of temperance. 
I . A liberal-minded man thinks temperately. He sees 

the good as well as the bad and, as a rule, is slower 1 1 
|| to condemn than to approve. 

|| €J Civilization has advanced just as fast as liberal-minded- 1 1 

1 1 ness has overcome narrowness. Bigotry, or intemperate 1 jj 

1 1 thinking, has always been a stumbling block in the path 1 1 

1 1 of progress. 1 1 

IJ We of the great West owe much to liberality. Colum- 1 1 

1 1 bus could not discover America until he found the one 1 1 

1 1 ruler in all Europe who admitted the possibility of another 1 1 

1 1 having the correct dope on geography. America could 1 § 

1 1 not gain her freedom until her liberty-loving citizens were 1 1 

|I strong enough to choke the small-bore Tories who be- |§j 

1 1 lieved in kings because there always had been kings. Our 1 j 

1 1 wonderful cosmopolitan population would have been im- 1 1 

1 1 possible but for the temperate thinking of those who pro- 1 1 

1 1 claimed political and religious liberty throughout the land. 1 1 

I| *J The intemperate thinkers are still with us. Part of them 1 j 

1| are zealously urging upon society all the fads and isms §| 

1 1 extant. The others are, with equal vigor, opposing any ] j 

1 1 step in advance. He who fails to agree with either is most 1 1 

1 1 likely to be publicly branded anything from a crook to a § | 

| j demagogue. § 1 

II <I Intemperate thinking or narrow-mindedness breeds || 

1| nine-tenths of the bitterness in society. Restrained by § j 

1 1 modern humanity, the bigots of today are using venomous 1 1 

|| words and vicious accusations instead of the rack and || 

1 1 thumb-screws of their predecessors. 1 1 

Q The country needs temperate men, especially temperate 1 1 

leaders. National prosperity will never result from the 

predominance of either extreme — radicalism or conserv- 1 1 

1 1 atism. Good leadership is liberal leadership—so broad 1 1 

II as to smile at the annoyances of bigotry.— Adv. 

Hi IB 

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lllllllllllllllllillllllllllllllllllllllllllH 

19 




Penn Approved Beer 
as Temperance Drink 

William Penn recog- 
nized the food and tem- 
perance value of beer as 
early as 1 663, when he 
built a brewery in Penns- 
burg. 

He encouraged his fol- 
lowers to use the light 
malt beverage instead of 
strong alcoholic drinks. 

Always charitable, 
even in thought, Penn 
and his people who had 
sought religious freedom 
in the wilderness, did not 
endeavor to enforce their 
beliefs upon their neigh- 
bors. 

The influence of the 
early colonists still lives. 

Pennsylvania has to 
this day steadfastly re- 
fused to adopt prohibi- 
tion in any form. 

Indiana Brewers 
Association 



20 



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= ^twitiiiniTtfiiicnMtrniiiiTijiuiiMiiiirMiMiiiitiiMiMiririittiijiriiiiiiitriiiiJitutirriiMiTJitiitrritiiiTiiitiiiiiiiiitMiiiiiuiuiiiiiiMitii i n n t m irtimini t rmiirmmt in :<ni(i(rrt itmtttM i Jitiini tin iiurt n i irr l^ = 

|t Talks on Temperance || 

By James C. Kelly 

A ■ AEMPTATION is the acid test for temperance. Ob- 

I viously it would not be difficult for a solitary man to 1 1 

-*- practice temperance in the barren snow plains of the j I 

1 1 Arctic circle. Temperance would be just as easy in the 1 1 

padded cell, and temperance of the padded cell variety 1 1 

seems to be the goal of most of our so-called temperance | | 

1 1 reformers. 1 | 

|I <I Temperance may be well denned as the ability to resist 1 1 

1 1 temptation. It is the mind's mastery of the human appe- | | 

§ | tites or inclinations. In monosyllables, it means to know 1 1 

J | when to say no. Always we find real temperance opposed j 1§ 

1 1 to temptation. 1 1 

CJ When a coach wishes to develop a likely football player, | | 

he puts him through a course of severe training which | g 

hardens his muscles and sharpens his wits. We educate j 1 

1 1 our children by a series of mental obstacles, the conquest of 1 1 

i | which is of no benefit in itself, but which gradually develop 1 1 

the brain power to the ability to solve the real problems j § 

1 1 of life. j | 

1 1 •! But our temperance — that is a different matter. Most of | §§ 

1 1 our self-appointed temperance teachers are taking a tack j 1 

jj j quite opposed to all our accepted ideas of development. | §j 

1 1 Were the athletic trainer to follow their logic, he would j jj 

1 1 carefully pack his prospective stars in asceptic cotton so j 1 

1 1 that no harm might come to them before the moment of | § 

their test of strength. The pedagogue would lay the correct j | 

1 1 solution of the problems before the child immediately, | m 

| 1 without incurring the risk of his making a mistake in his 1 1 

jj | endeavor to work out the result himself. | j§ 

|| €| The temperance cranks, either knowingly or otherwise, j 1 

are advocating a system of paternalism which they would j 1 

1 1 fasten upon all the people. They are working upon the | jj 

§ j assumption that they alone know the correct mode of liv- 1 1 

1 1 ing. Their efforts are not toward individual converts, but | §§ 

1 j they seek to enforce conformance to their own ideas with | jj 

the power of the government. Their propaganda is not 1 1 

jj | only destructive in itself, but once accomplished would set | jj 
1| a precedent which would endanger every institution. 

<J Temperance is developed just as muscle and mind are j 1 

jjj developed. It is the bumps, not the boosts, that make jl 

I j men of character. Remove, if you can, all the tempta- 1 1 

tions from life and you may attain temperance, but while 1 1 

I I you do it you will be producing one of the finest races of | jj 
i| 18-karat "boobs" the world has ever witnessed. — Adv. 

§§ SiiuimiiiiiiiiiniiiiiiiiunnmiiHiiitiniiiiiiimiiiiniiiinimniitminiN §| 

ItlllllllllllllillH 

21 




The 

Physician 

Indorses 



Because it is 

a Healthful 

Pleasant 

Tonic 



Many eminent physicians and scientists recommend 
beer as a tonic beverage because it contains, in addi- 
tion to 3 or 4 per cent, alcohol, about 7 per cent, of 
grain extract. This extract consists of substances, 
which, on account of their ready digestibility, possess 
a high nutritive value. 

Beer also contains a large amount of refreshing car- 
bonic acid in the most desirable form. Because mild 
alcoholic beverages, such as beer, will absorb and 
retain carbonic acid much more readily than other 
fluids, the carbonic acid gas supplied to the body in 
beer has a greater food value than the gas supplied 
in non-alcoholic drinks. 

Leading physicians have heartily recommended beer 
as a medium of bodily nourishment and alimentary 
gratification. 

Indiana Brewers Association 



22 



pillllllilllilllllilllllllllllH 

m |iMiuiiniiHHiinHniiUHmiiiiiiniiiiiiuiuiimiuMiiiiiiiiiiiiiintiiinuHiiiiiimiiiiiiiiiiiiuiiiuiitiiiiiiiiiuiiiiiiiiiiiiiiiiiiiii!iiuiiiiiiiiiiiii ^ 

II Talks on Temperance (| 

By James C. Kelly 

f T was a dark day for true temperance when the great 1 1 

I sentimental force back of that cause was diverted from | j 

legitimate into political channels. The so-called tern- 1 §§ 

i [ perance movement of today is no longer a virile, effective 1 1 

1 1 force but the vacillating agent of any political power shrewd | g 
1 1 enough to play it for the few votes it may control. 

1 1 t][ The prohi-temperance forces which have, as occasion 1 1 
1 1 demanded, styled themselves either omni-partisan or non- 
1 1 partisan, are alone responsible for their present sad plight. 

I J They have held to the theory that the end justified any 1 1 

means, and the means they employ have gradually dimin- § 1 

ished their following until scores of their most ardent I ■ 

i | supporters look upon them with distrust. § 1 

1| fl Witness the mis-named temperance agitation of today. 1 1 

1| It is composed of leaders without armies; it gains victories j 1 

1 1 but not results; it spends millions but buys nothing. It is 1 1 

jjl one gigantic farce. In it you will find corrupt office §§ 

1 1 Beekers, temperate for political purposes only. "Down- | j 

1 1 and-outers" of every class are wildly exorting the churches | jj 

Jjj to drop the coins into their itching palms. The J I 

1 1 names and faces of immortal men are being paraded at 1 1 

1 1 the head of a movement which they denounced. The 1 1 

1 1 words of hardened convicts, eager to excuse their crime or j § 
|I to gain notoriety, are used to bolster up the "cause." 

II *I The whole thing is sickening to honest temperance men | jj 

II as well as to honest prohibitionists, but what is more J| 

1 1 unfortunate, it is nullifying most of the effort expended i | 

| J toward real temperance. Gradually this gigantic leech, J | 

1 1 satiated with its gains, is losing its hold upon churchmen 1 1 

|| as well as other honest followers. J 1 
I| ^ Organizations, like men, are'subject to internal disorders 

1 J due, however, to financial and political gluttony instead 1 1 
|| of gastronomical intemperance. Love and war may be 

1 1 exceptions, but questionable means usually defeat the ends 1 1 
1 1 toward which they are employed. — Adv. 

H ntiHHmnimiiinmiiiiiiiiiiiiiimii iiiHiiiiiminmiHiiiMminmiHiiiMiminmmiiiimiHiiHiMiiiiMuiminmiim p 

liiiiin 

23 



Massachusetts Settlers 

Encouraged Use of Beer 

A S early as 1635 the colonists of Massachusetts Bay, famous 
/A for their high moral standards, encouraged the use of beer 
^ as a temperance drink. In that year a law was passed 
requiring a license on ardent spirits, but exempting beer and ale. 
In 1637 the sale of all alcoholic drinks, except beer, was prohibited 
in taverns. In 1649 it was ordered that every tavern keeper should 
always be provided with good beer for the entertainment of 
guests. 

As a further indorsement of beer, Massachusetts in 1789 passed 
a law "to encourage the manufacture of beer, ale 
and other malt liquors," wherein it was declared 
that the "wholesome qualities of malt liquors 
greatly recommend them to general use." 

Indiana Brewers Association 




mmcm?** 



^^S^S^^^^^^^ 



24 



piiliniillli:i!!!JSI!!lll!l!l!l!inil!illlllllli!iM 



I| Talks on Temperance || 

By James C. Kelly 

TEMPERANCE cannot be denned by any set of 

general rules. What is temperate for one may be || 

the height of intemperance for another individual. 1 1 

Each man must determine for himself his capacity for 1 j 

1 1 work or play, eating or drinking. To practice temperance 1 1 
he must stay within his self-prescribed bounds. 

II Q Further, in regulating personal indulgence, the individ- 1 1 

1| ual, if he would be truly temperate, must consider the || 

1 1 rights of others. Smith may thrive upon business success, 1 1 
1 1 but too much business and too little attention to home has 

1 1 made many a wife seek the divorce courts. 1 1 

II fl The 6in of intemperance carries its own penalties, be it 1 1 

1 1 committed either against self or others. There are few of 1 1 

1 1 us who have not at some time experienced the physical | j§ 

1 1 punishment for over indulgence and have not felt the sting 1 j 

II of censure for injury to others. The penalties were amply 1 1 

1 1 provided for in the great scheme of life. | j 

1 1 IJ Sensible Americans gave up the attempt to prescribe j J 

1 1 legal temperance many years before the founding of the 1 1 

1 1 Republic. The people as a whole today recognize the j 1 

1 1 true meaning of temperance and ridiculousness of attempt- 1 1 

1 1 ing to enforce it with policemen. Even the prohibition 1 1 

II contingent, that last remaining remnant of Puritanical j§ 

1 1 intolerance, dare not advocate its real purpose, enforced 1 1 

1 1 abstinence, but has been driven to the subterfuge of jjf 

1 1 isolating man from the possible cause of his intemperance. f j 

I| <I When we consider the fact that each individual must 1 1 

1 1 have his own standard of temperance, the absurdity of a 1 1 

1 1 legal limitation becomes apparent. Far better that society j {j 

|| make such restrictions as are necessary to protect itself j| 

1 1 from intemperance, and devote the remainder of its energy | g| 

l| to the education of individuals in the value of self-control. 1 1 

1 1 -Adv. 1 1 

lill!l!l!!!lll!!!llllliillUllllliM 

25 




Beer a Body Builder 
in Appetizing Form 

The time has passed when we take our castor oil 
and quinine straight. Nowadays we have sugar 
coated pills and oil sandwiched between layers of 
a pleasant * 'chaser. " Modern civilization de- 
mands its food as well as its medicine in the most 
palatable form. 

A given quantity of nutriment can be obtained 
more cheaply from bread than from beer. Like- 
wise there is as much food in a rump steak as in 
a porterhouse, but we usually choose the latter. 

Beer supplies the demand for a food, similar to 
bread, in agreeable form. While it nourishes the 
body it also pleases the palate of the consumer. 

Beer fills the modern conception of wholesome, 
appetizing food. Try a bottle with your meals. 

Indiana Brewers Association 



26 



I 



Pll!!ll!!il!ll!llll[l!llll!llllllll!lll!llllllllllllllllllllll!llllllll 

fj§ |iiiyiiiimiiiiimimiiiiiHiiiiinimiiiiiiiiiiiiiiiiimiimiiiimiiiiiiiiiiiiiiHiiiiiuiiiiiiiiim §= 

|| Talks on Temperance II 

By James C. Kelly 

NTEMPERANCE injures a community just as it does 

an individual. In either case it breeds distrust, con- [ 1 

tempt and hostility. There are individuals, perhaps, 1 j 
who can afford the antipathy of others, but a city or town 
which would prosper, must exercise a generous amount of 

jj j diplomacy or tact. 1 jj 

<I Intemperance and diplomacy are antonyms. Intem- 

[I perance never fails to offend. True, it may tickle the |1 

1 1 majority, but thriving cities are not built by alienating the 1 1 

good will of the minority. There are paragraphs in his- 11 

1 1 tory about single idea communities, but they all died young 1 1 

jj j or got over it. f g 

1| CJ City specialists have not agreed upon a sure cure for a § j 

jj | slow town, but a study of a few dead ones will quickly 1 jj 

1 1 reveal the fact that intemperance has produced more mun- 1 1 

1 1 icipal anaesthesia than any other agent. If a city spends 1 1 

1 1 money intemperately it closes its gates to the manufacturers § 1 

who object to excessive taxation; if it fails to make a |1 

1 1 reasonable amount of public improvements it fails to |1 

jj | attract those who would live amid pleasant surroundings; | jj 

1 1 if it winks at immorality it alienates the great class of indi- 1 1 

I [ viduals who disapprove of vice; and if it endeavors to 1 1 
= | make every citizen comply with a rigid code of morals, it 1 1 

I I affronts an equally great body of liberals. | §§ 

1| t| Travelers quite generally assert that a "dry" town is a |j 

§ 1 dead town and it is significant that none of our large cities | jj 

jj | have adopted prohibition, which is one form of intemper- j 1 

§j] ance. The common explanation of this phenomenon is || 

1 1 the annihilation of a local business by prohibition, and, it i jj 

1| can not be denied that the destruction of an industry has |( 

II an immediate and depressing effect upon a community. | jj 
g | After observing a few of these cities, which seem to be in 

1| a comatose condition, I have satisfied myself, however, |l 

1 1 that the greatest penalty of their intemperance is the im- j J 

1| pression created abroad. Their' intemperance has alien- jg 

1 1 ated not only the liberal element, but it has frightened 1 1 

1 1 away prospective industry which hesitates to place itself at | jj 

1 1 the mercy of the intemperate majority. 1 1 

€J If you are interested in the growth of your community, 

g j don't make the requirements for membership too rigid. | g 

1| There are many other "don'ts" to look out for, but they |g 
g| can be included appropriately in the one general admon- 

g| ition, "don't be intemperate." — Adv. !jg 

11 ^UlllllMHtlllUllltllEUUIIlllinilllltllllllllllMUIItmtllllllltMtlltlllltMlflllftlltlirMIMMItltTtVirillltll lillllllttlllllllltMll-ltaMtlHIItllltllllUIirillTmillllMMlKUIIIIlllllllIIMIIIlllltlMlllllMIMirtrrifrtJII^ §§ 

ill!!linilll!llll!IIIIIIIIIIIUIIIIIUIIIII!IIIIIIIIUIIIIllllll!lllllli!llll!!lll!i!llllll!^ 

27 




Jleer tfje Jfaeal WLintzx Heberage 

Cbe increasing consumption of beet in tointer is Dis, 
proving tbe popular notion tbat it is peculiarly a 
summer Drink. 

5raD uallp tfte sparkling beverage in Displacing strong 
stimulants in tbe clubs anD bomes tobere men anD 
toomen gatfier for a social bour. 

TBttt i% tbe iDeai tointer Drink because it supplies tit 

b o D p to i tb tbe to b o leso me f ooD tobi cb JQature DemanDs 
to combat tbe rigors of tbt toeatber. 

Orink beer in tbe tointer time. It means sociability, 
but not intemperance, anD bealtb insteaD of Dissi- 
pation. 

Snoiana TBxttotvs association 



28 



!i!:iiiiii!iii:i!!iiiiiiiiiiiiiiiii;i!!ii:iiiiirc 

= ^jiniui t in iiiMiiiiittiiii(iiiiMiiiittiiiit{tifiiiiJiiiiiMiiJtrjiiiitiiiitiiittJMMMiiiiMtiiiMiiiiJ«iiii»twwiMtiiiMiiriifiiiMiTit«Miit)iiirtiiitirrf)iM[iiiiiMUifii]ti(jiijrit]iiiniiiiit]]iJi] r< i ii <ni : ' iit: ti mii ■ > 11 iiimlh = 



= 1 



Talks on Temperance 



I 



By James C. Kelly 



NTEMPERANCE is a human frailty. It is a sure 
indication of the triumph of greed, vanity, jealousy or 
some other primitive instinct over the intellect. 



€J Intemperance thrives amid ignorance. The demagogue 

always leads a mob of lower average mentality than his 

| own. Ignorance, bigotry and greed are the crooked poli- 

| tician's best cards. Injustice and graft, or both, are the 

[ inevitable result of intemperance. 

*I Intemperance is the ancient enemy of civilization. It 

1 denominates broadly all the blind alleys along the road of 

| progress. Since the beginning of history, intemperate 

| wars or intemperate persecutions have been annihilating 

| the fruits of civilization just as the present conflict is 

| devastating Europe. 

j fl Both national culture and individual greatness are 

| founded upon true temperance. The faddist may shine 

| amid his brilliant stage setting but the scenery is quickly 

| shifted. Fortunate, indeed, is he if his effort wins him a 

| scant paragraph in history. The zealous uplifter may 

1 forcibly command obedience, but, the excitement over, 

| he finds instead of his dream of adoring conformance, a 

| horde of scoffing enemies, who glory in his failure. 

J €J Temperance in the individual indicates not only brains, 

| but culture. Just as intemperance has its own penalties, 

I temperance brings its own reward. It means confidence 

I and friendship instead of distrust and enmity. — Adv, 



= =71llllI1lklIir llitllllllllllllllllllllllllttlllllllllllllllllllllllllllllllTllllIIItlllltllllltllllllltttlltlllllllllTltlEltlllllllltrMIIIIIIIIIIIIIIIIllltirillllllllltllllMHIIIIIlllllTIIllItllllltlllJilllllfJlIIIJI) lllllllfllllll tllltlfllll trr^ 

IllllllllllllllllllllllllllllllllllllM 

29 




Beer a Food for Athletes 

There is no stronger indorsement of beer as a food 
than that of the professional athletic coach who main- 
tains a strict and scientific diet for his men in training. 

In accepting an invitation to a banquet, President 
Ebbetts of the Brooklyn Nationals, said: *'We would 
request a simple dinner, with light beer and no other 

stimulant** 

John Burke, trainer of the New York Americans, in 
accepting the same invitation, requested "a good Amer- 
ican dinner and plain American beer.** 

T. C. Flanagan, famous athlete and trainer, says: "I 
have always maintained that beer is the best upbuilder 
and sustainer next to beefsteak that a man under a 
steady grind for long periods can take. There must be 
moderation, of course, in this as in other foods, and 
beer is an athletic food.** 

Indiana Brewers Association 



30 



pilllilllllllllllltllllllllll 

== ^JIIMtrriUltMlMlttMIMllllllllMIIMIltlinMIIIItriiril ^MIItIMMUlIIIUlUllnlUtl11UltlMl<lltjl1lltltllMIIIIMI1ll^lllfMlttMMtMttMI■llllllUl|[|UllrIlllI111[( t llll1lllULIMIIMIlltl11l'ltlllllMltllllltlMIIIlllllllllllt : ^ == 



j| Talks on Temperance 

By James C. Kelly 



== = 



SOME men are both conscientiously and unconsciously 
intemperate. In this category may be placed all 
honest reformers and a still greater number of less 
active individuals who are supremely satisfied with their 
own conduct, but who worry over the fancied misdoings 
of others. 

€J I have known individuals with whom their own honesty 
was such an obsession that they looked with suspicion up- 
on their associates. Honesty, itself, is a real virtue, but 
the man who imagines he has a monopoly on honesty quite 
often forgets to practice charity, and charity is the most 
admirable form of temperance. 

€J Men who believe themselves godly attach themselves 
to a congregation equally as godly, and strut to their pews 
burdened with the sense of their own righteousness. But 
were a vagabond, a fallen women or even a dirty little 
waif from the street to appear in their midst, would not they 
shrink back and murmur, "Unclean, unclean?" Such as 
these, blinded by their own conceit, are intemperate and 
don't know it. 

fj Charity is temperance, and charity means kindly 
thoughts as well as alms giving. True charity consists of 
extending the helping hand instead of the mailed fist. 

tj It is obviously impossible to be intemperately honest, 
godly or otherwise virtuous, but intemperate conceit be- 
cause of personal virtue is common. Like all other intem- 
perance, it eventually robs a man of the reward of his own 
virtue. 

€J Intemperance has spoiled many a good thing. — Adv. 



M -llli H||||||||||||[H 

aillllllUIIISIllillUlllllltilllllllllllM 

31 



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—= 




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VL 



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CI- 



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; """ 



fpllliniilllllllllllillilllllilllllllllllllllllM 

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|| Talks on Temperance \% 

By James C. Kelly 

f^ROHIBITION, often misnamed temperance, fails 

I for the same reason that these United States are || 

independent. That Americans resent governmental || 

g I tyranny is evidenced by our peculiarly American tendency 1 § 

1| to evade or openly disregard unpopular legislation. This 

1 J same spirit was manifest as early as 1773 when a certain j 1 

1 1 famous tea party was held in Boston. 1 1 

1 1 q Prohibition has failed because Americans as individuals | §§ 

can not be driven, even by a majority, to submit to what § 1 

I | they consider an injustice. Where prohibition has been J 1 

I I tried, it has magnified the evil of intemperance and made | §j 
|| it all the more obnoxious, because it has driven it under- 1 1 
1 1 ground to flourish without restriction. It has invariably | jj 
jj | driven out mild temperance beverages and replaced them | J 
1 1 with strong drink, because high power booze is easier of 1 1 
§§j transportation and concealment in the so-called "dry" 

jj | territory. | § 

€J Prohibitionists, who like to style themselves temperance 1 j 

1 1 advocates, point with pride to the white spots on the map. § jj 

The white spots represent prohibitory legislation and || 

nothing more. For a score of years these white spots | [ 

1 1 have been increasing and enlarging, but the U. S. internal | §j 

1| revenue department shows that during these years the |§| 

[I consumption of strong liquors has been increasing with || 

1 1 the same rapidity. 1 1 

II <J Prohibition has not been a success since the days when 1 1 

men bowed low to kiss the hands of conquerors. Its 1 1 

j 1 decline began when the world first questioned the divine 1 1 

1 1 right of kings. Modern civilization will not tolerate the 1 1 

1 1 enforcement of any man-made law which finds no justifi- 1 1 

1 1 cation in conscience of man. 1 1 

<I Prohibition fails because it is intemperance and intern- | g 

1 [ perance always destroys that which it seeks to promote. — 1 1 

H ImmmiHirnHnimitii'miniimiiiiimiimmituMmiimmminiHitmnimimniiu ||j 

l;li!!l!lll!!!!ii!!i!!!!iil!lllilllllillllll!ll!!illlllllll!ll!IIIIUIIIIIIimilllllllll 



m 



33 



MIlllillllll l lllM 




Er 



Jefferson Encouraged Brewing 

Writing to Charles Yancy of the Virginia Assembly in 
behalf of Capt Miller, who had petitioned to establish a 
brewery, Thomas Jefferson said: 

"There is before the Assembly a petition of Capt 
Miller which I have at heart, because I have great esteem 
for the petitioner. He is about to settle in our country 
and to establish a brewery, in which art I think him as 
skillful a man as has ever come to America. I want to 
see the beverage become popular.** 

Indiana Brewers Association 



■ > 




jShm^^ 




13 



34 



piiniiiiiiiiiiiiiiiiiiiii 

i iHiiiuiniiiiiiiiiiiiiiiiimiiimimmiiiiimiiiiimiiiiimiimmimim inmimiiia || 

|I Talks on Temperance j§ 

By James C. Kelly 

HISTORY proves the failure of prohibition as a cure 
for intemperance. Maine and Kansas are receiving 

generous notoriety at the hands of those who find 1 1 

the agitation profitable, but the public generally is not || 

aware of the number of states which have tried prohibition J 1 

1 1 and rejected it. 1 1 

fl New Hampshire, Vermont, Massachusetts, Rhode Island, 1 1 

Michigan, Illinois, Nebraska, South Dakota and Alabama 1 1 

1 1 have all had their fill of prohibition. With the exception j 1 

1 1 of Alabama, these states entered into the experiment during 1 1 

[ | the prohibition agitation of 1850. By the end of the nine- 1 1 

| [ teenth century, however, they had discarded prohibition 1 1 

because it had aggravated the very condition it was recom- 

1 1 mended to heal. 1 1 

[ | fl The case of Massachusetts is typical. Prohibition was 1 1 

adopted in 1852, but a little over twenty years later we find j 1 

John A. Andrew, Massachusetts' famous war governor, |1 

; | declaring "that a statute of prohibition, aiming to banish 1 1 

from the table of an American citizen by pains and penal- j 1 

ties, an article of diet which a large body of people believe 1 1 

|| to be legitimate, and which in every nation, and in some | ( 

1 1 form in all history, has held its place among the necessities 1 1 

or luxuries of society, is absurdly weak". That Governor 1 1 

Andrew voiced the sentiment of his state was evidenced 1 1 

1 1 by the repeal of prohibition in 1868. 

1 1 t| Again in 1869 the agitators forced prohibition upon | jj 

Massachusetts. It was then that the state, through its health | §§ 

department, entered upon a world-wide investigation of in- | jj 

|| temperance. In 1871 the 6tate published its report, a || 

scientific document, which showed the fallacy of prohibi- § jj 

tion and in its stead recommended education of the indi- j jj 

| j vidual as the best method to promote temperance. Four | g 

1 1 years later, 1875, Massachusetts finally discarded prohibi- 1 1 

[ | tion as a complete failure. | §j 

€J Present-day prohibition is but a recurrence of the hy- 
II steria which afflicted society in the middle of the last 

1 1 century. A bit of history will afford quick relief.— -Adv. 1 1 

i wmw— iiwwiiiiimiiimiiiiiiiiiimimiiiiin iiiiiiiiiHiiiiiiiiwiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiwiiiiaiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiintiiiiinniiinmiu" || 

iiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 

35 




Lincoln not a 
Prohibitionist 



Abraham Lincoln, whose name is being used by 
prohibition agitators to pry pennies from the child- 
ren, was opposed to attempts to wipe out by law 
the trade in alcoholic beverages. In 1 640 f while he 
was a member of the Illinois Assembly, he voted to 
table an amendment for prohibition. During the 
same session he voted against a local option bill. 

In her "Life of Abraham Lincoln,"* Ida M Tarbell 
after relating how the firm of Berry & Lincoln had 
been granted a license to operate a tavern at New 
Salem, concludes: 

"It is probable that the license was pro- 
cured not to enable the firm to keep a 
tavern, but to retail the liquors which 
they had in stock. Each of the three 
groceries which Berry & Lincoln acquired 
had die usual supply of liquors."' 

Indiana Brewers Association 



^£ 



36 



pilllllll]|l!!i!l!llllll!IJ!llll!ll!lll!l!lllll!II[|IIIIIIIIIIM 

== atHiniiiiiiiiimmiiiimmimiimuiiiiimiuiiHiniiiiiiiiimiiiimiiiiiiimiiuimniiiiimiiMiiim ^ 

|| Talks on Temperance || 



1 



By James C. Kelly 

h | AHE human craving for stimulation, found in all 
normal individuals, is the root of intemperance. 
The man who does not indulge in some sort of 
stimulant is indeed rare. Most certainly he is not | i 

temperate, for moderate indulgence of the natural appe- [ jj 
1 1 tites is the very essence of temperance. 

*J The word stimulant may be quite properly applied to j | 

any physical or mental recreation from cocaine to classical I j 

| [ music. In all cases it is the means of satisfying the demand | jj 

1 1 for diversion. | g 

*J Science isjust beginning to take into account the existence || 
jj | of the human desire for stimulation. Cases which have 

heretofore been diagnosed as pure "cussedness" have been | J 
discovered to be either mental or physical defects or en- 1 1 
1 1 vironments which permit of but one or tv o means of 
1 1 diversion, and quite naturally result in intemperance. 

1 1 *J Moral reformers love to hold up to public scorn a mis- j j 

erable intemperate laborer as a horrible example. They | § 

1 1 demand legislation to restrain him, to cage him in fact, | jj 

1 1 but rarely do they attempt to correct or do they even | g 

acquaint themselves with the cause of his downfall. § g 

*I The self-annointed saviors of the masses but scratch the 1 1 
surface of the social condition which they would heal. 

The squalid homes, ragged children and careworn m others, | §j 

they class as the result of parental intemperance, for their § 1 
6acred theory permits of only this classification. The 

1 1 possibility of the domestic misery causing the intemperance 1 1 

1 1 does not occur to them. 1 1 

€J Could these high-browed reformers follow the object of 1 1 
j | their condescending pity through the days of silent toil, | ( 
g| straining to the breaking point both nerve and muscle, 
1 1 and then go home with him to witness on all sides evi- j 1 
dences of care and weariness, they might better understand 
why the human demand for diversion finds satisfaction in 1 1 
1 1 the more degrading forms of intemperance. They could 1 1 
learn much of intemperance from the story of the mother 
who presides over this home where work and economy 
1 1 have crowded out music, books and other diversions. 

€J Intemperance is a social disease which will continue to | (§ 
1 1 thrive until the primary causes are removed. — Adv. 

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llllllllllllll!llllillllllllllllllll!llllll!l!lllllllllllllllllll!lllllllIIH 

37 




Washington Made Liquors 



George Washington was one of the early American 
manufacturers of liquors, having made both fer- 
mented and distilled beverages on his plantation, 
Mt Vernon. 

Paul Leicester Ford, in his book, "The True George 
Washington/* tells how "in 1 798 the profit was 344 
pounds, twelve shillings and three-quarter pence, 

Washington also realized the value of the brewing 
industry to agriculture. 

Writing to Arthur Young of England, 1791, he 
said, "I have, myself, raised hops. A brewer told 
me he had bought the crop of five-eighths acre 
of hops which turned out 1 200 pounds." 

Indiana Brewers Association 



2 — 



^ 



38 



ii:illll!illl!!llll!llll!llllllllll!!IIIIIIIIIIIIIW 

=§ atnMiiiiiifimiHiiiiiiiiimuiiHiMMmmiiuiiHiiiiiiummiHimmHm ^ 

II 11 

|| Talks on Temperance |J 

By James C. Kelly 



l^DUCATION is doing more to combat intemper- j j 

\\a ance than all the so-called temperance societies and 1 1 

similar organizations put together. I use the word | g 

education in its broadest sense and not merely to designate 1 1 

a knowledge of the evils of over-indulgence. 

€[ Eduation goes direct to the source of man's intemper- 1 j 

1 1 ance. It gives him more than one method of relaxation 1 | 

or diversion. It brings books, music and social intercourse | g 

1 1 into homes which would otherwise be colorless — so color- 1 1 

less as to drive a normal individual to outside dissapation. 1 J 

1 1 *J Statistics are not needed to prove that intemperance is 1 1 

1| waning. Even the younger inhabitants can remember || 

|| when overindulgence, especially intoxication, was looked | jj 

1 1 upon with good natured tolerance and regarded by some 1 | 

|| as a mark of genius. | jj 

I [ <I American culture, the logical sequence of American | jj 

education, has wrought wonderful changes in popular (§ 

I I ideals during the last twenty years. Today intemperance j | 
1| is looked upon with contempt and the intemperate are 1 1 
1 1 regarded with suspicion. Contrary to the false impression J j 
1 1 created by money-grasping reformers, even the makers of 1 1 
1 1 alcoholic beverages are frowning upon intemperance. 

€J Intemperance is undoubtedly decreasing. Education |1 

1 1 has become its powerful competitor. It is broadening the j | 

view of even the humblest laborer. It is revealing new 1 1 

pleasures and elevating ideals. Eventually it will triumph 1 1 

over both dissipation and that other extreme of intern- | jj 

1 j perance, bigotry. — Adv. j jj 

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39 




_ 



Taverns Nourished Liberty 




Indiana Brewers Association 



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p BBMUmwiHUiUUtil iiimmiimiiiuiuiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiimiiiiiii iiiiiiiiiiiiiiinii iuiuiiiiiiiiiiiiiiiiiiiniiiiiiimiiiiiiiiiMiiiiimiiiiiiiiiiiiiiiiiunimiiiiiiiiiiiiiiiiiiimuiiuiiiii| m 

|| 1| 

|| Talks on Temperance I| 

By James C. Kelly 

T^UNNING through the entire prohibition propaganda 1 1 

|a you will find two basic assumptions. The first, and | | 

"*" it is the very premise from which prohibition starts, | | 

is the false theory that men, as a whole, are intemperate j 1 

unless they are forcibly restrained. The second assumption, | J 

and the one constantly finding expression, is the bigoted | j 

charge of the prohibitionists that every or any individual | j 

| 1 who does not agree with the prohibition theory, has been j g 

jj 1 corrupted by the interests which oppose it. 

<I I offer no brief to disprove the prohibition contention 1 1 

1 1 that all men are drunkards unless restrained by the law. 1 1 

1 1 Such theory is as absurd as it is insulting. It is the con- | jj 

stant and stereotyped cry, "corruption" which merits || 

jj 1 attention. 1 1 

|| C| A few days ago the "drys" demanded and were granted 1 1 

|I a public hearing before a legislative committee which was J 1 

1 1 considering statewide prohibition. Much to their surprise j jj 

|| and ill-concealed chagrin, their opponents appeared a || 

|| great numbers against the measure. The expected hap- || 

1 1 pened. Just as soon as the prohibitionists could get their 1 1 

venom into type they branded the entire liberal contigent, 1 1 

made up of prominent bankers, manufacturers, lawyers j | 

I j and physicians, a bunch of bums, subsidized by the liquor 1 1 
| j interests. 1 1 

|| fl The prohibitionists, in short, maintain their "divine |I 

right" to libel without interruption all who dare raise their 1 1 

voice against them and in the same breath they would deny 1 1 

those they seek to destroy, the privilege of a defense. |1 

I I Such bigotry is but evidence of the weakness of their posi- | §j 
1 1 tion. — Adv. | jj 

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41 



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Samuel Adams a Boston B 



rewer 



Samuel Adams, known in his day as the 
"father of the revolution'* and one of the signers of 
the Declaration of Independence, operated a brew- 
ery and malt house in Boston during the stirring 
Revolutionary times. 

That Adams believed in the fullest measure of 
liberty to the individual is evidenced by his leader- 
ship of the famous "tea party" which boarded a 
British ship at night and emptied its cargo of tea 
into the bay as a protest against the King's infringe- 
ment upon the personal rights of the Colonists. 

Adams was also the spokesman of the little band 
of patriots who, after the Boston massacre, demand- 
ed and obtained the removal of the English troops 
from the city. 

Indiana Brewers Association 




im»^^ Ifh^^ 



42 



ilin!l!lli:;!lI!!!ll[ll!!lllllll!IIIIIIIIIIIM 

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II Talks on Temperance Jj 

IS II 
By James C. Kelly 

n i = = 

T^ROHIBITION brazenly advocates the annihilation | j 

jof property and yet it has the arrogance to masquer- | j 
1 1 ade as a temperance movement. 

CJ There is no attempt to deny the fact that prohibition, j j 

if enforced, would wipe out industries which represent jj| 

1 1 billions of dollars and the income of a million men, but 

farther than this the agitators dare not follow the result of 1 1 

1 1 their vicious propaganda. | §§ 

<I A long-haired prohibitionist solemnly suggested a few 1 1 

days ago that the breweries of this state be converted into | j| 

automobile factories. Aside from the possibility of turn- 1 1 

1 1 ing out engines and bodies and tires from the brew kettles, 1 1 

bottling machines, refrigerating plants, etc., and with a |g 

skilled force of brewery workmen, the gentleman quite 1 1 

1 1 neglected to consider the feelings of those manufacturers 1 1 

who are trying right now to turn their cars into enough § 1 

1 1 money to meet their pay rolls and who might not welcome | §§ 

| ] such a sudden and increased competition. ( I 

fl Frequently in local prohibition campaigns we hear the 1 1 

confident assertion that the empty store rooms will be Ijj 

1 1 filled with other business, but this is small consolation for | jj 

the merchant in the average town where the demand for | §j 
merchandise is so well filled that the individual dealer 

makes no more than a modest living. There is no com- 1 1 

1 1 petition needed. j | 

jj | II And it is not altogether the manufacturer and dealer 1 1 

who would suffer. Prohibition invariably depresses the 1 1 

1| labor market, when business conditions are normal. || 

1 1 Suppose a town with 2,000 workmen, five per cent, of them § § 

1 1 unemployed. Then at one stroke throw 100 or 150 more 1 1 

j§ | of these men out of work. The individual who could ] §j 

prove how such an act would improve the labor market 1 1 
1 1 could satisfactorily demonstrate perpetual motion. 

€J Prohibition, regardless of its proven failure, is intern- § 1 

§ | perate because it is unjust. Aside from the destruction of 1 1 

the industry at which it primarily aims, it is an unjust hard- 1 1 
ship upon capital and labor in general. — Adv. 

43 



Beer for the Man Who Toils 



Beer is a beverage peculiarly adapted to die needs of the 
working man. It performs the twofold duty of rebuilding 
the exhausted muscles and of furnishing wholesome relaxa- 
tion to the nervous system strained almost to the breaking 
point by the monotony of the clay's toiL 

Eminent scientists thus endorse pure been 

Dr. Cukor, German medical 
writer, says: "Beer is not merely 
a food luxury but a valuable source 
of nourishment* 

Dr. Mortimer Granville, emi- 
nent English pracuonen "The 
moderate consumption of beer 
is good for the system.** 

Prof. Willis King, Kansas 
Gty, says: "I have prescribed 
beer for forty years 
and always found 
direct and beneficial 
results," 



Indiana 
Brewers 

Association 




44 



!Ulllliniinillll!i!!ill!lllllOllllllM 




By James C. Kelly 

TT IS a queer proposition the prohibitionists make to 
I American labor. After examining the same closely, 

"*" one cannot but reflect that there are still a few gold 1 1 

bricks on the bargain counter. The wrapper is different— § | 

| that's all. || 

€J The avowed and single purpose of prohibition is to 

abolish at one stroke the licensed and legitimate manufac- 1 § 

ture and sale of liquors. From the workingman's stand- | § 

| point alone, and not taking into account the destruction f jj 

of capital, this would mean a sudden glutting of the labor §( 
market with 750,000 men who now derive their income 

1 from the industry. 1 1 

fl Labor is a commodity and none but a frenzied "dry" 1 j 

would attempt to explain how the deluging of the market 1 1 

1 for that commodity with the labor of practically one mil- | jj 

lion men would stimulate either the price or the demand. | g 

tj Yes, I have heard that vague answer about efficiency. 1 1 

I For just a second I'll grant that, but I still want to be [ | 

6hown how a certain number of men doing a certain |§| 

amount of work are going to make room for a million j 1 

more men, especially if, under prohibition's magic wand, 1 1 

| the original workers are made more efficient and are, §|| 

therefore, able to devour the stated amount of labor in 

| shorter time. | j§ 

| €J Again, it would be interesting to know just how and |1 

when and where prohibition has increased efficiency. jjj 

| The prohibitionists are now trying to warm over the fact 1 1 

that large industries, particularly railroads, have rules de- | g 

manding temperance or sobriety among employes. |jj 

I Industry rightfully demands sobriety and has been de- jl 

| manding it for a score or more of years, but it is not jgj 

advocating prohibition for the reason that no one has yet J § 

| proven that the suppression of the legitimate and regu- jjj 

lated liquor industry has resulted in sobriety or tem- jl 

| perance. | jj 

| fl Prohibition's appeal to labor is the 6ame old game of 11 

trying to get political support under false pretense. Scratch 1 1 
the thin temperance plate and you will find the 

I brick. — Adv. § jj 

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45 




Brewers Buy Farmers' Grain 

During the fiscal year 1913, the liquor industry in the 
country used $113,513,971.00 worth of farm products. This 
amount is not computed from the market quotations upon 
grains at Chicago and other markets but as based upon the 
carefully compiled reports on farm prices issued by the De- 
partment of Agriculture. 

The $113,513,971 worth of farm products consisted of 
barley to the value of $55,236,641, corn $30,924,335, wheat 
$869,938, rice $7,288,786, hops $11,155,215, rye $4,604,476, 
molasses $2,056,626, fruit $751,835 and other agricultural 
products $626,119. 

The value of farm products used in the manufacture of 
fermented liquor, principally beer, was $87,520,287, or over 
77 per cent, of the total. Beer making, like bread making, 
furnishes an important market for the farmer. The destruc- 
tion of either industry would be a severe blow to American 
agriculture. 

Indiana Brewers Association 



46 



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Talks on Temperance 



By James C. Kelly 

THE counterfeit temperance movement of today is 
about ninety-nine per cent, wasted energy. One 
organization represented in this state reminds me 
very much of a factory whose engine develops 100 horse 
power, ninety-nine one-hundredths of which is required to 
pull the heavy overhead belts and pulleys. 
fl To get down to facts and figures, I quote from a recent 
financial report of the Indiana branch of this organization. 
During the last year it collected, in the sacred name of 
temperance, $33,004.19 and expended during the year 
all but $138.52 of this amount. 

t[ Now, one would naturally suppose that the major work 
of an organization of this sort would be educational, with 
law enforcement second in importance. The only items in 
the report which could be placed under either of these 
classifications, however, are printing $30.40, and detective 
services, $5.00, making a total of $35.40 out of the thirty- 
three thousand dollars. 

^ The greater portion of the money is shown to have 
been expended in salaries, $16,614.64 having been pocketed 
by the employes. Three thousand nine hundred and 
forty-two dollars was sent out of the state, presumably to 
pay similar overhead expenses of the national organization. 
The bulk of the remainder was charged to office expenses. 
<% This report is here analyzed merely as a glaring example 
of the lost motion or wasted energy in the so-called tem- 
perance movement. And yet the monetary loss is neg- 
ligible when compared with the apathy created among 
true temperance advocates who, having contributed to 
this fund, calmly sit back believing that they have done 
their portion of the work. 

fl Temperance will not fare well in the hands of those 
who use it as a collection basket. 

fl It would be wise to cut out some of the "overhead". — 
Adv. 



11 



— =7i:iiiiiiiiiiiiitiiiiiiitiiiTfiiiiitii!riiiiiiiiiiiiiiiiiiiniiitiiitiiiiiiiniiiiiiiiititttiiiittittiiiiiiiiiii]iiiiiiiiiiiiitiiiiiiiii]iiiiiiifiiifiiiiiiiiitiiif]iiiiiiiiiiiiiiiiiitjiitiiiiiiiiiiiii!iiiiiMiiirniiiiir:iiiii[iiiii> ■ 

iililllliiiiilllllllillllllli 

47 



LIBRARY OF CONGRESS 

027 279 905 




